An organisation’s focus on improving impacts without improving customer outcomes can be harmful because it often leads to short-term gains at the expense of long-term success. For instance, an organisation might cut costs or reduce product quality to boost profitability quickly. While this might show immediate financial improvement, it can damage customer satisfaction and trust.
Over time, customers who experience reduced product quality or poor service are likely to switch to competitors, leading to a loss of market share and revenue. Additionally, negative customer experiences can harm the organisation’s reputation, making it difficult to attract new customers. Ultimately, prioritising impacts over outcomes undermines sustainable growth and can result in significant long-term harm to the organisation.
